Pernod Ricard-Owned Drink Uses City’s Lively Cultural Scene in Its Marketing
As one of Cuba’s very, very few international brands, Pernod Ricard-owned Havana Club rum uses Cuba itself as a marketing tool. Capitalizing on Havana’s lively, sultry cultural scene, the company is co-financing a feature film called “Seven Days in Havana” to be screened in cinemas around the world next summer.
The film, created with M&C Saatchi, Paris, is a contemporary portrait of Cuba’s capital city, with a different director for each of the seven days. One director, for instance, is Oscar-winning actor Benicio del Toro.
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